The retailer says it has taken the initiative because of the continued confusion amongst consumers, who say that they are not sure what skin care products they should be choosing, more specifically because they are not sure which ingredients are good and which they should avoild. Quoting figures from a recent Environmental Working Group report, claiming that only 11 percent of the 10,500 ingredients in the personal care products documented by the FDA have been tested as safe, the retailer says it wants to help consumers make more informed choices. "Department store aisles are brimming with products that claim to be natural, organic or infused with vitamins and nutrients, yet there are currently no federal or state regulatory requirements for natural or organic personal care products manufactured and sold in the United States," the retailer said in a press statement. WFM says that it is precisely this lack of regulations that means many skin care products currently marketed in the US as being natural, in fact often contain a range of harsh and potentially dangerous chemicals. And there is nothing to outlaw this practice. To address the problem the retailer has launched 'Be Good to Your Whole Body', a campaign that focuses on skin health in all of its US stores during the month of June. The campaign includes a free class on skin care aimed to help educate consumers on natural ingredients used in skin care products. The classes will touch on topics such as the types of plant-based ingredients used in skin care, what specific ingredients might be beneficial to individual skin types as well as finding effective natural-based products that fight skin aging. "All skin types should avoid products with heavy mineral oils, harsh preservatives and chemicals, and artificial colors," said Jody Villecco, national food and nutrition Quality Standards coordinator for Whole Foods Market. "Look for cleansers, moisturizers and sunscreens that contain plant-based oils that penetrate and nourish the skin. Products scented with pure essential oils tend to be less irritating than synthetic fragrances," she added. The classes emphasize, for example, that for oily skins ingredients such as witch hazel, jojoba and rosemary are good ingredients to look out for, while for dry skin, ingredients such as olive and almond extract, or borage are beneficial. Likewise, in the all-important anti-aging segment, effective but highly developed natural-based ingredients include amino acid and botanical extract, together with primrose oil, olive esters and natural-based chemicals such as alpha-hydroxy acid (AHA).